Pennzoil is a motor oil brand. Simply put, motor oils keep car engines in good nick.
Last year, J.Walter Thompson Atlanta decided to show Pennzoil’s target market what “in good nick” might mean to them. And so the Joyride campaign was born. The newest (second) story in what is to become a trilogy is Joyride Baja – a member of the clandestine Joyride Society sneaks into a secret testing facility in the Mexican desert and takes a heavily modified Jeep Wrangler for a spin through the scorching Martian-like landscape. It follows Joyride Circuit, which was shot in Barcelona with a Ferrari 488 GTB.
Watch the prologue and two Joyride films (in reverse order):
Yes, the trilogy all about the “heady ride”.
For the campaign, Pennzoil and JWT Atlanta approached Lemonade Films after seeing the auto specialist production company’s BMW ad, Ultimate Racetrack, featuring a BMW M4 drifting dangerously close to the edge of an aircraft carrier.
That 2014 spot has racked up 7 million views on YouTube (plus a lot of imitators) and was so convincing that many viewers were unaware the spot was largely achieved through VFX trickery.
Around the same time, Lemonade rebranded from a production services outfit to a boutique shop and established itself as a go-to place for brands in need of high-octane spots. The rebranding was a collaboration by filmmaker and former Embassy VFX partner, Trevor Cawood, producer/founder Ted Herman and director, Ozan Biron.
For the Joyride campaign, Pennzoil and JWT asked Lemonade to produce a series of cinematic automotive ads that pushed the limits of driving aggression. The company recruited The Fast and the Furious stunt driver, Rhys Millen – one of the best in the world – and unleashed him in three different locations, chosen for the their wow factor.
Joyride Baja was directed by Biron and shot over four days in the north Sea of Cortez basin, flooded with the intense heat of Mexico’s Baja Peninsula.
“Our general approach is get as much as possible done in-camera,” Cawood stated.
“Ozan has incredible talent for shooting fast cars, and had free reign to create something more in-your-face than what you normally see in a car ad. We wanted Jeep enthusiasts to see things they can only dream about doing with their Jeeps.”
“I’m a car culture enthusiast and I get a lot of my inspiration online,” Biron added.
“I live and breathe this stuff, and on the Internet car culture is massive on a global scale. You can find everything from car memes, video gameplay captures of racing games, Russian dash cams, Hoonigan, to Saudi drifts or even the classic getaway in Stockholm films. There’s so much great car content out there and I love it.”
Lemonade’s previous work includes spots for BMW, Budweiser, Adidas, Lockheed Martin and Pennzoil commercials – Airlift Drift & Joyride Prequel, both of which were awarded at the One Show awards.
The third Joyride spot for Pennzoil will be out later this year.
JOYRIDE Baja Credits:
AGENCY: J. Walter Thompson Atlanta
Executive creative director: Jeremy Jones
Group creative director: Dustin Tamilio
Associate creative directors: Derek Kirkman, Troy Leyenaar & Daniel Prado
Account director: Erin McGivney
Producer: Daryll Merchant
PRODUCTION COMPANY: Lemonade Films
Director: Ozan Biron
Producer: Trevor Cawood
Executive producer: Ted Herman
Production supervisor: Philip Fyfe
EDITORIAL: Cycle Media
Editor: Matthew Griffiths
VISUAL EFFECTS: The Embassy
VFX Supervisor: David Casey
SOUND by Source Sound Inc. L.A.
Sound supervisor & mixer: Charles Deenen
Sound recordists: John Fasal, Travis Pratert, Charles Deenen
Sound designer: Csaba Wagner
Sound editor: Braden Parkes
ORIGINAL MUSIC: Generdyn Music
Composer: Joshua Crispin
COLOURIST: Dave Hussey, Company 3
SERVICE COMPANY: Tonic Films (Mexico City)
Executive producer: Susie Neill
Producer: Victor Albarran